Environmental attitudes mediate the link between need for cognition and pro-environmental goal choice

Need for cognition is a form of cognitive motivation, which reflects the extent that one actively seeks information and enjoys critical thinking about information. Accordingly, those high in need for cognition seek out and acquire information, resulting in stronger and more stable attitudes. However, need for cognition has yet to be examined in the domain of goal pursuit. Toward that end, we examined how this form of cognitive motivation impacts goal related cognitions. Specifically, how need for cognition influences goal choice. Because need for cognition is a domain-general form of cognitive motivation, we hypothesized that domain-specific attitudes would mediate the relationship between need for cognition pro-environmental goals. This hypothesis was tested in two separate studies. Results demonstrate consistent evidence in support of our hypothesis that environmental attitudes mediate the relationship between need for cognition and pro-environmental goal choice. Results hold implications for goal pursuit research, such that need for cognition can be empirically studied in relation to goal related cognitions and behaviors to the same extent as other forms of cognitive motivation. Moreover, these results suggest that need for cognition can be considered along side previously investigated antecedents of pro-environmental behavior.